2. COLLEGE DRINKING 67.7% Relaxing
65.4% Facilitates connection with peers
75.5% Central part of college life

3. INDUSTRY ANALYSIS $2 billion of alcohol marketing
$10 million of responsibility

4. INDUSTRY ANALYSIS Lots of public interest groups with small budgets
sending responsible drinking messages
contributes to fragmentation and clutter

5. OBJECTIVES
Reduce risk associated with binge drinking reflected in a reduction in alcohol related accidents, injuries, sexual assaults, and transports on college campuses
We hope to achieve this by:
Reducing the distorted perceptions
Increasing student awareness
Promoting and encouraging responsible drinking
r Objectives
1.Reduce risk associated with binge drinking reflected in a reduction in alcohol related accidents, injuries, sexual assaults, and transports on college cam
2.Increase student awareness of consequences of binge drinking across college campuses
3.Reduce the distorted perceptions regarding consumption rates among students and what constitutes binge drinking
4.Promote and encourage responsible drinking practices to college students

6. WHAT IS BINGE DRINKING – REALLY?
Everyone drinks more than 5!
4 to 5?
6 to 7?

7. BINGE DRINKING YOUR CAPACITY Depends on… Your Weight Your Body
Your Gender
Your Age
Your Drinks
YOUR CAPACITY

8. COLLEGE DRINKING SEGMENTS
Non-Drinkers
Occasional Drinkers
Social/Moderate Drinkers
Frequent Drinkers
Excessive Drinker

9. PRIMARY/SECONDARY TARGET
College Community/Families
High Risk Drinkers
Our Objectives
1.Reduce risk associated with binge drinking reflected in a reduction in alcohol related accidents, injuries, sexual assaults, and transports on college campuses
2.Increase student awareness of consequences of binge drinking across college campuses
3.Reduce the distorted perceptions regarding consumption rates among students and what constitutes binge drinking
4.Promote and encourage responsible drinking practices to college students

10. DISSUADERS / REGRETS Health Concerns Religion Lifestyle Choice
Putting Myself at Risk
Doing Poorly at School
Abstainers /Occasional Drinkers
Unwanted Sexual Hook-ups
Embarrassing Myself/Regretful Situations
Hangover
Impaired Judgment
Aggressive Behavior
High Risk Drinkers

11. PREVIOUS CREATIVE TACTICS
Testimonial Strategy/
Fear Appeals
Informative Strategy
Embarrassment
Strategy
Anti-Behavior Strategy
“Walk like MADD”
“Wait til you’re 21”

12. CREATIVE STRATEGY Builds on regrets about drunken behavior
Depicts binge drinking as illogical
Increases awareness about “knowing one’s capacity”

13. TAGLINE
“KNOW YOUR CAPACITY”

14. CREATIVE EXECUTION

19. T.V. Ads
Eddie Drunk Texts Mom

20. Eddie and Evan Fight

21. TV PLACEMENTS

22. TV PLACEMENTS

23. TV PLACEMENTS

24. TV PLACEMENTS

25. TV PLACEMENTS

26. TV PLACEMENTS

27. INTERNET

28. INTERNET
58.8% of college students visit social networking sites daily

29. INTERNET
Banner Ads

30. I-PHONE APPLICATION
Helps you keep track of the number of drinks you had

31. THE BAR AND PARTY SCENE Coasters
Front Coaster Designs
Back Coaster Designs
41% of students reported doing something they regretted later under the influence of alcohol
MYTH: Switching between beer, wine, and spirits will make you more drunk
TRUTH: Mixing types of drinks may make you sicker by upsetting your stomach, but not more intoxicated.
Coasters
72.5 Percent of our survey respondents said they drink at bars
78.3% of survey respondents said they drink at house parties
96% of survey respondents said they participate in drinking games

32. THE BAR AND PARTY SCENE Napkins 400,000 College students
have unprotected sex due to alcohol
25% of students report
academic consequences of
their drinking

33. THE BAR AND PARTY SCENE
Playing Cards

34. THE BAR AND PARTY SCENE
Ping Pong Balls

35. THE BAR AND PARTY SCENE
Shot glasses

36. THE BAR AND PARTY SCENE
T-shirts

37. THE BAR AND PARTY SCENE

38. THE BAR AND PARTY SCENE
Key Chains

39. DORMS AND CAMPUS LIFE
27.8% of our respondents reported drinking in dorms
College students who live on campus drink more heavily
Freshmen, a higher risk group, tend to live on campus
Dorm Posters

40. OTHER PR TOOLS Street Marketing
Know Your Capacity will be displayed via posters and chalk on high-traffic areas such as crosswalks, bus shelters, buildings, coffee shops, malls, etc.

41. OTHER PR TOOLS Spring Break PR Stunt
Elements of the Know Your Capacity campaign will be present at high-traffic spring break locations such as Miami, Panama City Beach, Ft. Lauderdale, Cancun, Myrtle Beach, etc.
PR Stunt

42. EXTENDING PARTNERSHIPS
Girl Talk  Peer Talk
Alcohol 101 Plus NCAA Tailgating

43. EXTENDING PARTNERSHIPS
Swag Bag for Freshmen

44. MEDIA PLAN
Media Objective
Reach of 70%
Frequency of 3.0

45. GEOGRAPHY

46. MEDIA SCHEDULING Aug 09 Sept 09 Oct 09 Nov 09 Dec 09 Jan 10 Feb 10
Mar 10
Apr 10
May 10
Jun 10
Print TV
Online TV
Internet Banner Ads
Guerilla Marketing
Social Networking
Transport Ads

47. BUDGET

48. EVALUATION
Reduce risk
Follow up with number of transports to hospitals, death, violations of conduct, etc.
Increase awareness
Follow up with surveys that measure awareness
Reduce distorted perceptions
Follow up with surveys measuring student perceptions on amount of drinking
Promote responsible drinking
Follow up with surveys on student perceptions on responsible drinking 48

49. THANK YOU!